Purpose This study aims to investigate the role of fashion influencers in shaping consumer behaviour within an omnichannel retail environment using the Malaysian market. Design/methodology/approach Survey data were collected with a sample size of 298. To study trustworthiness, perceived expertise, similarity and attractiveness as predictors of consumer purchase intention, this study employed SmartPLS 4.0’s structural equation modelling tool to analyse the data. Other than the usual reliability and validity tests, this study explores consumer attitudes as an important mediator in the structural model. Findings The results of the structural model indicate that the trustworthiness, perceived expertise, similarity and attractiveness of the fashion influencers had positive and significant effects on consumer purchase intention, with perceived expertise showing the strongest effect. The study also showed that consumer attitude plays a complete mediation role in the effect of trustworthiness on the purchase intention, as well as attractiveness on the purchase intention. Nonetheless, the effect of perceived expertise and similarity on purchase intention passed partially through consumer attitude. Research limitations/implications This study found that consumer attitude plays a crucial role in mediating influencer attractiveness and trustworthiness on purchase intention. We highlight the importance of this dynamic in fashion marketing for the firms that are engaging fashion influencers. Originality/value In this study, we propose that fashion influencers serve as a key driver in shaping consumer preferences and purchasing behaviour. By employing empirical data and the partial least squares structural equation model, the study offers actionable insights for marketing strategists and fashion brand managers. The findings highlight effective strategies for leveraging fashion influencer marketing within the omnichannel retail framework to enhance consumer engagement and drive sales.
Kong et al. (Wed,) studied this question.